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研究生:劉嘉麒
研究生(外文):Liu Chia-Chi
論文名稱:消費者使用網路購物或電視購物購買套裝旅遊產品之原因比較實證研究
論文名稱(外文):What drives consumers use the Internet shopping and the TV shopping to purchasethe package travel product — An empirical study comparing
指導教授:鄭紹成鄭紹成引用關係
指導教授(外文):Shao-Cheng Cheng
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際貿易學系碩士班
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:214
中文關鍵詞:網路購物電視購物科技接受模式消費者特性情境因素
外文關鍵詞:Internet shoppingTV shoppingtechnology acceptance modelconsumer traitssituation factors
相關次數:
  • 被引用被引用:3
  • 點閱點閱:310
  • 評分評分:
  • 下載下載:28
  • 收藏至我的研究室書目清單書目收藏:2
由於現今網路購物市場日趨成熟,而進而隨之的電視購物方式,亦在市場上大幅成長,改變了消費者過往的購物模式。此外,鑑於旅遊業近三十年在全世界快速成長,成為各國經濟成長的主要動力之一,且又套裝旅遊產品亦是亞洲地區獨特的旅遊方式。因此,本研究遂以套裝旅遊產品為例,利用TAM科技接受模式為基礎,加入外生變數的影響,進行消費者使用網路購物和電視購物的探討。
本研究共計發放網路購物與電視購物各300份正式問卷,以有過其購物經驗的樣本為主。研究結果顯示,無論在網路購物或電視購物下,均符合TAM科技接受模式,達到正向顯著關係,支持假設;再者,外生變數下消費者特性對於內、外部動機,在電視購物下部分未達到其減弱的效果,僅為部分支持。而情境因素對於態度和傾向上,在網路購物下部分未達到其減弱的效果,僅為部分支持。信任因素的干擾下,網路購物下並未達到干擾效果,僅為部分支持。購買經驗的干擾下,均達到正面顯著干擾效果,支持假設。
Because the market of shopping is becoming riper in Internet shopping, the TV shopping enters the market gradually, the growth by a wide margin, has changed consumer's shopping way in the past on the market. In addition, tourist industry has grown up fast in the whole world in the past 30 years, has become one of the main motive force of development in economy of various countries, and the group travel package are also unique travel ways in Asia. So, this research takes group travel package as an example, based on utilizing TAM and joined exogenous factors, carried on consumers used the Internet and TV shopping.
It is 300 formal questionnaires respectively to grant Internet shopping and TV shopping in this research and rely on there have been experienced. The research finding shows, no matter the Internet shopping or the TV shopping, accord with TAM and have positively significant, support hypothesis. The exogenous factors makes consumer's characteristic among the internal motive and external motive and attitude, its result not attenuating in part of TV shopping, partial support hypothesis. The situation factor between attitude and intention, its result not attenuating in part of Internet shopping, partial support hypothesis. Trust factor as moderator, its have not moderated in part of Internet shopping, partial support hypothesis. Purchase experience as moderator, its have positively significant moderated in Internet and TV shopping, support hypothesis.
內容目錄
中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭  ..................... v
內容目錄 ..................... vi
表目錄  ..................... viii
圖目錄  ..................... x
第一章 緒論................... 1
  第一節  研究背景............... 1
  第二節  研究問題與目的............ 5
第三節 研究流程............... 8
第二章  文獻探討................. 11
  第一節  網路購物............... 11
  第二節  電視購物............... 19
  第三節  TAM科技接受模式 .......... 29
第四節 網路和電視購物的態度及意圖決定性因素 35
第五節 外生變數............... 45
第六節 團體套裝旅遊............. 70
第三章  研究方法................. 73
  第一節  研究變數的操作性定義......... 73
  第二節  研究產業............... 83
  第三節  研究架構............... 88
  第四節  研究假設............... 91
第五節 問項設計............... 97
第六節 樣本選取與資料蒐集.......... 102
第七節 資料分析方法............. 104
第四章 資料分析結果 .............. 106
第一節  預試量表設計與分析 ......... 106
第二節  正試量表人口統計、信度與效度分析 .. 119
第三節  正試量表基本架構資料分析 ...... 123
第四節  正試量表外生變數資料分析 ...... 132
第五節  研究樣本卡方同質性檢定 ....... 145
第五章 研究結論與建議 ............. 146
第一節  研究意涵 .............. 146
第二節  管理意涵 .............. 154
第三節  研究限制與未來研究方向 ....... 156
參考文獻 ................... 158
附錄 A-1 網路購物預試問卷 ........... 191
附錄 A-2 電視購物預試問卷 ........... 195
附錄 B-1 網路購物正式問卷 ........... 199
附錄 B-2 電視購物正式問卷 ........... 207


表目錄
表 2-1 網路購物和傳統購物的比較........... 18
表 2-2 台灣電視購物的發展過程............ 26
表 2-3 科技接受模式先前之研究............ 32
表 2-4 過往內部動機的研究結果摘要.......... 43
表 2-5 消費者對於有線電視銷售的看法......... 58
表 2-6 信任的定義 ................. 60
表 2-7 信任的構面 ................. 62
表 3-8 發展信任階段其涉及之因素 .......... 65
表 3-1 變數操作性定義 ............... 77
表 3-2 外生變數之操作性定義 ............ 82
表 3-3 主要變數量表 ................ 98
表 3-4 外生變數量表................ 101
表 4-1 網路購物預試人口統計資料表 ......... 107
表 4-2 網路購物因素分析萃取摘要表 ......... 108
表 4-3 網路購物預試量表內部凝聚性檢驗 ....... 110
表 4-4 網路購物正式量表構面與題目一覽表 ...... 111
表 4-5 電視購物預試人口統計資料 .......... 113
表 4-6 電視購物因素分析萃取摘要表 ......... 115
表 4-7 電視購物預試量表內部凝聚性檢驗 ....... 116
表 4-8 電視購物正式量表構面與題目一覽表 ...... 117
表 4-9 網路購物正式問卷人口統計資料表 ....... 119
表 4-10 電視購物正式問卷人口統計資料表 ....... 121
表 4-11 網路與電視購物信度分析 ........... 122
表 4-12 實用性對於態度回歸係數分析 ......... 123
表 4-13 實用性對於傾向回歸係數分析 ......... 124
表 4-14 易用性對於態度回歸係數分析.......... 125
表 4-15 易用性對於實用性回歸係數分析......... 125
表 4-16 享受對於態度回歸係數分析........... 126
表 4-17 態度對於傾向回歸係數分析........... 127
表 4-18 網路購物整體基本架構相關分析......... 128
表 4-19 電視購物整體基本架構相關分析......... 128
表 4-20 網路購物徑路分析各項效果說明......... 130
表 4-21 電視購物徑路分析各項效果說明......... 130
表 4-22 實用性與易用性對於態度(專門技術)回歸係數分析 . 133
表 4-23 實用性與易用性對於態度(自身成效)回歸係數分析 . 134
表 4-24 實用性、易用性與享受對態度(互動需要)回歸係數分析. 136
表 4-25 時間壓力下態度對傾向廻歸係數分析....... 138
表 4-26 機動性欠缺下態度對傾向廻歸係數分析...... 139
表 4-27 地理上距離對於態度與傾向廻歸係數分析..... 140
表 4-28 特殊產品需要下態度對傾向廻歸係數分析..... 141
表 4-29 選擇吸引力下態度對傾向廻歸係數分析...... 142
表 4-30 信任對於態度與傾向之影響廻歸係數分析..... 143
表 4-31 購買經驗對於態度與傾向之影響廻歸係數分析... 144
表 4-32 兩組樣本結構同質檢測 ............ 145
表 5-1 研究假設實證結果 .............. 152

圖目錄
圖 1-1 研究流程圖.................. 8
圖 2-1 電子商務的項目................ 13
圖 2-2 消費者端之網路購物流程............ 15
圖 2-3 廠商端之網路交易流程............. 16
圖 2-4 各年齡層女性使用過的購物比例......... 28
圖 2-5 科技接受模式(TAM) .............. 30
圖 2-6 TAM和網路使用率............... 31
圖 2-7 經驗價值的形式................ 36
圖 2-8 網路基礎學習的接受度模型 .......... 40
圖 2-9 Belk的情境模型 ............... 51
圖 2-10 主觀認知說之情境模式 ............ 52
圖 2-11 Assael情境模式 ............... 52
圖 2-12 信任整合模式 ................ 67
圖 2-13 消費者網路購物之滿意度模式 ......... 68
圖 2-14 影響網路購物經驗的因素 ........... 69
圖 3-1 研究架構圖 ................. 89
圖 4-1 網路購物整體基本架構徑路分析 ........ 129
圖 4-2 電視購物整體基本架構徑路分析 ........ 129
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